The wave of appointments of in-house perfumers continues to garner momentum. After its forerunner, Hermès, then Dior, also L'Artisan Parfumeur and last but not least, Guerlain, Rochas is also counting on a thorough refurbishing of its image that comes with the revival of the once dwindling public figure of the in-house perfumer despite Chanel's exceptionalism.
Women's Wear Daily has announced today that Jean-Michel Duriez who so far was associated in this capacity with the house of Jean Patou, will fulfill the same function at Rochas, a brand also owned by the Procter & Gamble group...
Rochas has a great to distinguished history and portfolio of perfumes (Femme, Madame Rochas, Eau de Rochas, Tocade...) a trait that perfumers appreciate when they are tapped to continue to tell the story of a brand.
It is less common to see one perfumer be part of the identity of two different houses although someone like François Demachy has been operating in a comparable fashion while being more closely tied, as a perfumer and not just an artistic director, with the Dior parfums brand.
One could notice that the Rochas fragrances site was being renovated but the announcement comes clearly as an even more assertive step taken in the direction of bringing added cachet, but also consistency and continuity to the house.
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